VISVESVARAYA TECHNOLOGICAL UNIVERSITY,

BELGAVI- 590018

ORGANISATION STUDY ON
“Dr. REDDY’S LABORATORY LTD.”
Submitted by

Mr. NASAR HUSSAIN . J

USN-3PG19MBA35
Submitted to
VISVESVARAYA TECHNOLOGICAL UNIVERSITY
BELAGAVI
In partial fulfilment of the requirement for the award of the Degree of
MASTER OF BUSINESS ADMINISTRATION
Under the guidance of

INTERNAL GUIDE.
JEEVITHA BS
FACULTY OF MBA DEPARTMENT
PDIT COLLEGE, HOSAPETE

DEPARTMENT OF MBA
BELLARY V.V SANGHA’S
PROUDHADEVARAYA INSTITUTE OF TECHNOLOGY
T.B DAM, ROAD, HOSAPETE: 5832201
2019-21

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 DEPARTMENT OF M.B.A
PROUDHADEVARAYA INSTITUTE OF TECHNOLOGY,
HOSAPETE
ACADEMIC YEAR 2019-2021

CERTIFICATE

This is to certify that Mr. NASAR HUSSAIN J bearing USN

3PG19MBA35 is a Bonafide student of Master of Business
Administration course of the Institute Academic Year 2019-2021,
affiliated to Visvesvaraya Technological University, Belagavi, Project
report on “Dr. REDDY’S LABORATORY” is prepared by her under
the guidance of Ms. JEEVITHA B.S, in partial fulfilment of the
requirements for the award of the degree of Master of Business
Administration of Visvesvaraya Technological University, Belagavi
Karnataka.

Signature of Internal Guide Signature of HOD Signature of Principal

Ms. JEEVITHA B.S Mr. RAVI KUMAR S. P Dr. SHASHIDHAR.S.M

External viva

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 DECLARATION

I Mr. NASAR HUSSAIN J, hereby declare that the Project report

entitled organization study on the “Dr. REDDY’S LABORATORY’’
prepared by me under the guidance of Ms. JEEVITHA B.S, faculty of
M.B.A Department, Proudhadevaraya Institute of Technology,
Hosapete. I also declare that this project work is towards the partial
fulfilment of the college
Regulations for the award of degree of Master of Business
Administration by Visvesvaraya Technological University, Belgaum. I
have undergone a online project for a period of six weeks. I further
declare that this Project is based on the original study undertaken by me
and has not been submitted for the award of any degree/diploma from
any other University / Institution.

Place: Hosapete signature of the student

Date: NASAR HUSSAIN J
3PG19MBA35

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 acknowledgement

I consider it as my privilege to express a few words of my gratitude and respect to

all those who guide and inspired me in completing this project report.

I express my deep gratitude to prestigious V.V. SANGHA BALLARI management

for supporting me to conduct this project.

I extremely sincere to Sri JANEKUNTE BASAVARAJ, GOVERNING BODY

CHAIRMAN of PDIT for giving an opportunity to conduct this project.

I sincerely express my gratitude to Mr. Dr. SHASHIDHAR.S.M, of Principal of

PDIT, Hosapete for the inspiration and kindly support in successful completion of
my project.

I also extend my sincere thanks to Mr. RAVI KUMAR S.P, Head of the
Department, MBA, PDIT for helping me to get the permission from the
organization.

I also expressed my profound sense of gratitude, indebted and sincere thanks to Ms.
JEEVITHA B.S, Faculty of MBA Department, PDIT, who gave me guidance,
support, encouragement and valuable suggestions throughout the project report,
which was very essential for me to make this report a successful one.

I also thank my parents and family for encouraging and supporting me to complete
this Report

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 CHAPTER CONTENT PAGE NO.
Chapter 1 Introduction 6-8

Chapter 2 Organisation profile 9 – 12

 Back ground 13 – 15
 Nature of business 15 – 16

 Vision & mission 16 – 16

 Quality policy 16 – 17
18 – 18
 Workflow model
19 – 22
 Product profile
23 – 25
 Share holders pattern
26 – 26
 Product positioning
26 – 28
 Achievements/Awards
28 – 29
 Future growth

Chapter 3  Mckensy’s 7s 30 – 34
 Porter’s five force model 34 - 38

Chapter 4 SWOT Analysis 38 – 39

Chapter 5 Analysis of Financial statement 40 - 43

Chapter 6 conclusion 44

bibliography 44

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 CHAPTER 1
INTRODUCTION

PHARMACEUTICAL INDUSTRY:
The pharmaceutical industry plays a significant role in developing vaccines and medications
for prevention and reduction in disease incidence, treatment of ailments and enhancement in
quality of life by contributing to innovative research and engaging in technological
advancement to meet the complex healthcare demand of the population. The main goal of the
industry is to provide drugs to maintain health or prevent infections and cure disease affecting
the global population. The pharmaceutical industry within the healthcare sector comprises of
different subfield of development, manufacturing or production and marketing of medications
by drug manufacturer or marketers and biotechnology companies. The discovery,
development, production and marketing of pharmaceutical drug or vaccines as medications
administered to patients aims to prevent, cure or alleviate the symptoms of different disease.
Health supplements reduce the chance of getting sick and meet daily nutritional requirement
of vitamins and minerals.

Pharmaceutical market overview:

the evident spread of several major infections and disease will impact the global
pharmaceutical market with expected growth of $1.3 trillion by 2020. Some of the trends
visible in the pharmaceutical industry include greater pressure on healthcare budget enforced
by rising incidence of chronic diseases; demand of medicines in emerging economies found
more compared to industrialized economies; regulators have become more cautious about
approving new and innovative medicines; rising customer expectations continue to challenge
innovative medicines; increase in new clinically and economically feasible alternative
therapies. The growth in pharmaceutical market in seen in expansion of medical
infrastructure; doubling of disposable incomes among a number of middle-class household;
greater penetrations of health insurance; rising prevalence of disease; aggressive market
penetration and adoption of product patents driven by the relatively smaller companies.

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The average human lifespan is exposed to more infections and diseases that requires
preventive approach to maintain health and increased research to improve quality of the life
among the population. Hectic daily schedules, ; lack of exercise and sleep, unhealthy eating
habits and other lifestyle choices has resulted in poor digestion, high obesity rates, breathing
difficulties and other health problems. Globalization and urbanization are major driving
forces in the growing demand for health supplements and improved medications. Rising
number of chronic diseases have made people become more dependent on health supplements
and medications. The benefits of therapies and diagnosis influence pharmaceutical companies
towards research and development to support patients with accurate dose, convenience and
compliance to medication regimen with increase in the incidence of chronic disease and
technological advancement.

THE PHARMA INDUSTRY – AN INTRODUCTION

The Pharmaceutical Industry develops, produces, and markets drugs licensed for use as medications.
For this they have a well equipped R&D department. Pharmaceutical companies are allowed to deal in
generic and/or brand medications and medical devices. They are subject to a variety of laws and
regulations of the government regarding the patenting, testing, pricing and ensuring safety and
efficacy and marketing of drugs. The Indian Pharmaceutical industry is the second-largest in the
world by volume and is leading the manufacturing sector of India [1]. The Indian bio-tech industry
has achieved a growth rate of 17 percent and has gained revenues of Rs.137 billion ($3 billion) in the
2009-10. Bio-Pharmaceutical was the biggest contributor generating 60 percent of the industry's
growth at Rs.8, 829 crore, followed by bio-services at Rs.2, 639 crore and bio-agriculture at Rs.1, 936
crore. The first pharmaceutical company was Bengal Chemicals and Pharmaceutical Works, which
still exists today as one of 5 government-owned drug manufacturers, in Calcutta in the year 1930. For
the next 60 years, most of the drugs in India were imported by multinationals either in fully
formulated or bulk form. The government started to encourage the growth of drug manufacturing by
Indian companies in the early 1960s, and due to the Patents Act in 1970, the industry got an
opportunity to grow. This patent act removed composition patents from food and drugs, and though it
kept process patents, these were shortened to a period of five to seven years. The lack of patent
protection made the Indian market undesirable to the multinational companies who had dominated the
market, and while they streamed out, Indian companies started to take their places. The multinationals
were market leaders at that time because of their superior technology. As a result of this, they had
gained expertise in reverse-engineering new processes for manufacturing drugs at low costs. Although

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some of the larger companies have taken small steps towards drug innovation, the industry as a whole
has been following this business model until the present.

Research and Development

Drug discovery is the process by which the required drugs are discovered or designed. In the
past most drugs have been discovered either by isolating the active ingredient from traditional
remedies or by serendipitous discovery. A great deal of early-stage drug discovery has
traditionally been carried out by universities and research institutions. All this requires
constant innovation and research by either the traditional or modern methods, or a
combination of both. Drug development refers to activities undertaken after a compound is
identified as a potential drug in order to establish its suitability as a medication. Objectives of
drug development are to determine appropriate Formulation and Dosing, as well as to
establish safety. Research in these areas generally includes a combination of in vitro studies,
in vivo studies, and clinical trials. The amount of capital required for late stage development
has made it a historical strength of the larger pharmaceutical companies. (Suggested citation:
Tufts Center for the Study of Drug Development, Annual Impact Report,
http://csdd.tufts.edu/) Often, large multinational corporations contribute in a broad range of
drug discovery and development, manufacturing and quality control, marketing, sales, and
distribution. On the other hand, smaller organizations lay emphasis on a specific aspect such
as discovering drug candidates or developing formulations. Often, collaborative agreements
between research organizations and large pharmaceutical companies are formed to discover
any probability of new drug.

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Company profile

Type Public

Traded as NSE: DRREDDY
BSE: 500124
NYSE: RDY
NSE NIFTY 50 Constituent

ISIN INE089A01023

Industry Pharmaceuticals

Founded 1984

Founders Anji Reddy

Headquarters Hyderabad, Telangana, India

Area served Worldwide

Key people G. V. Prasad (Co-Chairman & MD)

Satish Reddy (Chairman)
Erez Israeli (Chief Executive Officer)
Saumen Chakraborty (Chief Financial Officer)

Revenue  ₹17,460 crore (US$2.4 billion) (FY 2019-2020)

Net income  ₹1,950 crore (US$270 million) (FY 2019-2020)[1]

Total assets  ₹23,156 crore (US$3.2 billion) (March 2020)

Total equity  ₹15,499 crore (US$2.2 billion) (March 2020)

Number of employees 21,966 (March 2019)

Website www.drreddys.com

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 CHAPTER 2
ORGANISATIONAL PROFILE
Dr. Reddy’s laboratories is an Indian multinational pharmaceutical company located in
Hyderabad, telangana, India. The company was founded by Anji reddy, who previously
worked in the mentor institute Indian Drug and pharmaceutical limited. Dr. Reddy’s
manufactures and markets a wide range of pharmaceuticals in India and overseas. The
company has over 190 medications, 60 active pharmaceutical ingredients (API) for drug
manufacture, diagnostic kits, critical care and biotechnology products.

Dr. Reddy's Laboratories Limited is a pharmaceutical company that is engaged in providing

medicines. The Company operates in three segments: Global Generics, Pharmaceutical
Services and Active Ingredients (PSAI), and Proprietary Products. The Global Generics
segment includes manufacturing and marketing prescription and over-the-counter finished
pharmaceutical products ready for consumption by the patient, marketed under a brand name
(branded formulations) or as generic finished dosages with therapeutic equivalence to
branded formulations (generics). PSAI segment includes the Company's business of
manufacturing and marketing active pharmaceutical ingredients and intermediates (API) or
bulk drugs. Proprietary Products segment focuses on the research, development and
manufacture of differentiated formulations and new chemical entities. These products fall
within the dermatology and neurology therapeutic areas, and are marketed and sold through
its subsidiary.

About Dr Reddy's laboratories

Established in 1984, Dr. Reddy’s Laboratories (NYSE: RDY) is an emerging global

pharmaceutical company. As a fully integrated pharmaceutical company, our purpose is to
provide affordable and innovative medicines through our three core businesses:

 Pharmaceutical Services and Active Ingredients, comprising our Active

Pharmaceuticals and Custom Pharmaceuticals businesses;
 Global Generics, which includes branded and unbranded generics; and
 Proprietary Products, which includes New Chemical Entities (NCEs), Differentiated
Formulations, and Generic Biopharmaceutical

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Dr. Reddy's Laboratories Ltd. (BSE: 500124, NYSE: RDY) founded in 1984 by Dr. K. Anji
Reddy, has become India's second biggest pharmaceutical company. Dr. Anji Reddy had
worked in the publicly-owned Indian Drugs and Pharmaceuticals Ltd. Reddy's manufactures
and markets a wide range of pharmaceuticals in India and overseas. The company has over
190 medications, 60 active pharmaceutical ingredients for drug manufacture, diagnostic kits,
critical care, and biotechnology products.

Dr. Reddy's began as a supplier to Indian drug manufacturers, but it soon started exporting to
other less-regulated markets that had the advantage of not having to spend time and money
on a manufacturing plant that that would gain approval from a drug licensing body such as
the U.S. Food and Drug Administration (FDA). By the early 1990s, the expanded scale and
profitability from these unregulated markets enabled the company to begin focusing on
getting approval from drug regulators for their formulations and bulk drug manufacturing
plants in more-developed economies. This allowed their movement into regulated markets
such as the US and Europe.
By 2007, Dr. Reddy's had six FDA-plants producing medication. Reddys was already linked
to UK pharmaceuticals multinational Glaxo Smithkline.

active pharmaceutical ingredients in India and seven FDA-inspected and ISO 9001 (quality)
and ISO 14001 (environmental management) certified plants making patient-ready
medications – five of them in India and two in the UK.
In 2010, the family-controlled Dr Reddys denied that it was in talks to sell its generics
business in India to US pharmaceutical giant Pfizer, which had been suing the company for
alleged patent infringement after Dr Reddys announced that it intended to produce a generic
version of Atorvastatin, marketed by Pfizer as Lipitor, an anti-cholesterol

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 BACK GROUND

Dr Reddy's Laboratories is a 25–year old company catering to the needs of the

pharmaceutical sector. Dr Reddy's started its operation in 1984 in the Active Pharmaceutical
Ingredients (API) segment, with a single drug in 60 tonne facility near Hyderabad. In 1986 its
shipped its first consignment of Methyldopa drug to West Germany.

It is among the top three API players in world. Dr Reddy's, a global pharmaceutical company,
has its headquarters located in India. It has a global presence in more than 100 countries, with
subsidiaries in the US, UK, Russia, Germany and Brazil; joint ventures in China, South
Africa and Australia; representative offices in 16 countries and third–party distribution set
ups in 21 countries.

It is first pharmaceutical company in Asia, outside Japan, to be listed on the NYSE. It is

largest player in the custom pharmaceutical services (CPS) business in India.The pharma
major has launched brands like Ciprolet, Nise, Enam, Stamlo, Omez, and Ketorol among
others.

Dr Reddy’s Laboratories launched Imitrex (sumatriptan succinate) tablets in dosages of

25mg, 50mg, and 100mg in the US. It is the authorized generic version of GlaxoSmithKline’s
Imitrex. It is first company to launch Imitrex (generic version) in the US market. These
tablets are for treatment of acute treatment of migraine in adults.

The company is having

 6 FDA–inspected plants in INDIA
 1 Cytotoxic facility
 1 FDA–inspected plant in Mexico
 1 FDA–inspected plant in Mirfield, UK
 3 Technology development centers
 (2 in Hyderabad, INDIA; 1 in Cambridge, UK

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1984

The birth of a dream

Scientist and entrepreneur, Dr. K. Anji Reddy establishes Dr. Reddy’s Laboratories with a
vision of making medicines accessible to the millions in India. The company begins by
producing Methyldopa – a hypertension drug that was unavailable in India until 1985. By
1990, Dr. Reddy’s becomes the first Indian pharma company to export Norfloxacin and
Ciprofloxacin to Europe and the Far East.

1991

From molecules to affordable medicines

Having successfully made active ingredients accessible, Dr. Reddy’s focuses on bringing the
dosage forms themselves within reach of millions of patients worldwide. In 1991, Omez, Dr.
Reddy’s brand of Omeprazole, goes on to become the company’s first INR 1 billion brand.
The focus is now firmly on medicines, rather than the molecules that go into them. Today,
Omez is a market leader in eleven countries, and is the No. 1 branded Omeprazole in the
world.

1995

Expanding to reach patients in other countries

Realizing the importance of making innovative medicines more accessible the world over,
Dr. Reddy’s creates world-class capabilities, beginning with a finished dosage facility in
Hyderabad. It expands globally and enters highly regulated markets like the USA. By 2000,
Dr. Reddy’s becomes India’s third largest pharmaceutical company. In 2001, Dr. Reddy’s
becomes the first Asia Pacific pharmaceutical company, outside Japan, to list on the New
York Stock Exchange.

2007
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Accelerating access to expensive therapies
Staying sharply focused on patient needs, Dr. Reddy’s concentrates on making expensive
therapies against disease, affordable. In 2007, Dr. Reddy’s launches the world’s first
biosimilar monoclonal antibody (mAb), Rituximab. The product makes treatment of cancers
like nonHodgkin’s lymphoma, accessible to millions of patients worldwide. In 2010, Dr.
Reddy’s launches the first biosimilar darbepoetin alfa in the world, and brings relief to
millions of anaemia patients.

2015

Re-dedicating ourselves to patient-centricity

Having built a diverse set of global businesses, Dr. Reddy’s unites all of them with a common
purpose that’s simple and yet, powerful: we accelerate access to affordable and innovative
medicines because Good Health Can’t Wait. Our logo is an expression of Empathy and
Dynamism which helps keep patients at the center of everything we do at Dr. Reddy’s.

2019

Joining the Fight against Opioid Addiction

Dr. Reddy’s became the first company to launch a generic buprenorphine and naloxone
sublingual film product in the US. The launch demonstrated our ability to successfully
manufacture and market complex generics and dosage forms. The launch of this product
helped millions by providing affordable treatment for opioid addiction and other medical
conditions plaguing patients and communities worldwide.

Nature of business
Dr. Reddy’s is a leading API manufacturer, catering to pharma companies across the globe.
With a strong local presence in the US, Europe, China, Latin America and Japan, we can
support our clients with strong regulatory expertise to facilitate early market launches. Our
digital service portal, Dr. Reddy’s XCEED, helps us respond faster and more effectively to

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the growing demands of a globalized market, enabling our customers to be the first tomarket.
Our offering spans from intermediates to APIs and can be complemented by formulated
products in a wide range of dosage forms. Over more than three decades, we have
continuously enhanced our technical strengths in the development of complex APIs such as
steroids, peptides, and complex long chain molecules as well as highly potent and oncology
APIs. All our APIs are not only produced in full accordance with global GMP guidelines but
also by applying rigorous standards for Health, Safety and Environment.

Vision
To become a discovery ruled global pharmaceutical company with a core purpose of helping
people lead healthier lives.

mission

“The mission is to improve the quality of life and life expectancy itself. This requires good
science. But for science to be good, it has to result in affordable medicine. ”

Quality policy

Our patient-centric approach extends to our quality policy as well. Our focus on quality helps
ensure product safety and efficacy, regardless of the drug form. This is only possible with an
extremely high degree of teamwork throughout the company—with a common goal of
quality.
We establish uniform standards for all products, regardless of geography. At Dr. Reddy’s, we
believe meeting pharmacopeia requirements is minimum standard. Our policy of continuous
process and product improvement drives us to work toward exceeding these minimum
standards.
Consistency is rarely an accident. Rather, it is the result of a well-concieved, rigorously implemented
Quality Management System (QMS). Our QMS focuses on continual improvement aimed at
optimizing processes and eliminating non-value-adding efforts in production. These efforts are
primarily directed towards reducing variability in process and product quality characteristics.

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To achieve this, we follow a four-step process:

 Adopt Quality by Design (QbD) approach in Manufacturing and clearly identify

sources of variability and minimize them on an ongoing basis.

 Be right the first time. Identify and eliminate defects. Improve efficiency.

 Undertake “risk-based” approach to manufacturing and mitigate risks wherever they

are likely to impact quality

 Develop transparency in all areas of operations and build robust quality culture across
the organization.

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Workflow model

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Our products
products Strength pack form Pin
code
Abacavir 300mg 60 Tablet 122-7214
Lamivudine 600mg/300mg 30 Tablet 121-3537
Alverine 60mg 100 Capsule 120-1185

Amlodipine 5mg 28 Tablet 110-9818

Maleate
Aripiprazole 5mg 28 Tablet 120-1201

Bendamustine 25mg 5 Powder for solution for 120-7265

infusion
Bisacodyl 5mg 60 Tablet 119-6617

Buprenorphine 35mcg/hr 4 Transdermal Patch 120-7299

Bupeaze®
Capecitabine 150mg 60 Tablet 119-9025

Caspofungin 50mg 1 Vial 121-7991

Cetirizine 10mg 30 Tablet 111-0402

Chlorpromazine 25mg 25mg Tablet 110-4777

Ciprofloxacin 100mg 6 Tablet 114-7206

Daptomycin 350mg 1 powder for solution for 121-8692

injection/infusion
Darunavir 600mg 60 Tablet 122-7289

Dipyridamole 25mg 84 Tablet 112-6630

Donepezil 5mg 28 Tablet 116-8392

Efavirenz 600mg 30 Tablet 120-1102

Entecavir 0.5mg 30 Tablet 121-7199

Febuxostat 80mg 28 Tablet 123-0192

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 Finasteride 5mg 28 Tablet 114-0789

Fondaparinux 2.5mg/ml 10 pre-filled syringe 120-6176

Imatinib 100mg 60 Capsule 121-2299

Lacidipine 14 30 Tablet 119-7847

Letrozole 2.5mg 14 Tablet 120-7273

Memantine 10mg 28 Tablet 118-6535

Montelukast 10mg 28 Tablet 117-4366

Nevirapine XR 400mg 30 Tablet 122-3049

Nitrofurantoin 50mg 28 Tablet 118-5255

Olanzapine 2.5mg 28 Tablet

116-4037
Olanzapine otd 5mg 28 Tablet 116-3997

Pregabalin Alzain® 25mg 56 Capsule 120-1243

Rasagiline 1mg 28 Tablet 120-6168

Sertraline 50mg 28 Tablet Tablet

Sumatriptan 50mg 6 Tablet 113-0053

Terbinafine 250mg 14 Tablet 112-4130

Tenofovir 245mg 28 Tablet 121-8064

Voriconazole 50mg 28 Tablvialet 120-8230

Zoledronic Acid 5mg/100ml 1 vial 118-8358

Zonisamide 100mg 100mg Capsule 120-8222

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Our top brands
1.

Omez capsule (Omeprazole 20 mg) belongs to a

group of drugs called Proton Pump Inhibitors (PPIs).

2.

Nise tablet (Nimesulide 100 mg) belongs to a group of drugs called NSAIDs (Non Steroidal
Anti-Inflammatory Drugs).

3.

Stamlo 2.5/5/10 tablets (Amlodipine 2.5/5/10mg) belong to a group of drugs called calcium
channel blockers.

4.

Clamp 625 tablet is a combination of Amoxycillin (500 mg) and Potassium Clavulanate (125
mg). It belongs to the anti-infective class of drugs.

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5.

Econorm is a probiotic that contains live cells of Saccharomyces Boulardii (250 mg).

6.

Razo 10/20 tablets (Rabeprazole sodium 10/20) belong to a group of drugs called Proton
Pump Inhibitors (PPIs).

7.

Senquel F is a desensitizing toothpaste and contains potassium nitrate formulation.

8.

Ketorol DT (Ketorolac Tromethamine 10 mg) is a dispersible tablet that

belongs to a group of drugs called analgesics.

9.

Glimy 1/2/3/4 (Glimepiride 1/2/3/4 mg) tablets belong to a group of drugs

called sulfonylureas (SUs).
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Shareholding Pattern

Shareholding Pattern as on July 31, 2020

Promoters No. of shares % of shares

holding
Individuals 3,133,228 1.88

companies 41,325,300 24.86

Sub total 44,458,528 26.74

Public holdings :
Indian financial 6,007,494 3.61
institutions

banks 52,481 0.03

Mutual funds 17,266,613 10.39

Sub total 23,326,588 14.03

Foreign
holdings:
Foreign institution 14,630,618 8.80
investors

NRIs 1,629,414 0.98

ADRs 23,385,340 14.07

Foreign portfolio 34,339,721 20.66

investors

Sub total 73,989,292 44.51

Indian public & 24,458,108 14.71

corporates

Total 166,232,516 100.00

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Board and management :

Whole-team directors:

dr. Anji reddy G V Prasad

Chairman Executive vice president & ceo

Satish reddy
Managing director & ceo

Management team –

Amit Patel
Abjijith Mukherjee

President, pharma Services & Senior vice president &

Active ingredients Head – north America

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Dr. Cartikeya Reddy Jeffrey Wassertien
Senior vice president & Executive vice – president,
Head – Biologics NA specialty

Dr. Rajindar Kumar Saumen Chakraborty

President, R&D, President – Corporate &
Commercialization Global Generics

Umang Vohra Vilas Dholya

Senior Vice President & Executive Vice President &
Chief Financial Officer Head – Formulation maunfacturing

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 PRODUCT POSITIONING
DRL’s all three products are present in the all the target market & the selling of the products
are well than other companies. According to experts the product is positioned on the parity-
of-difference rule, because as we know the pharmaceutical industry is not like other
industries where customers’ willingness works here the things of working of medicine related
disease. All three drugs of DRL is for asthma patients & in the market the sale depends on the
performance of MRs. So MR of company realizes this thing & they give proper knowledge of
product to the doctor & increase the sale of drugs through good quantity of drugs with
chemists. Company has good relation with doctors and the chemists.

On the basis of good positioning strategy DRL has a good market share.

DRL’s market share on the basis of positioning strategy-

DRL
Maclleiod
Ranbaxy
Cipla
Lupin

Awards & Recognitions :

 Best Workplace in the Biotech/Pharmaceutical Industry – 2009

 Gold Shield – ICAI Awards for Excellence in Financial Reporting
 Best CSR & Sustainability Practices 2008 – 9th International Conference on
Corporate Governance & Sustainability
 RedituxTM – 'Product of the Year 2008’
 IT User Award 2008 at NASSCOM-CNBC IT User Awards 2008
 Unichem Generics Supplier 2008 Award (UK)
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  Best Company in Class - HDMA Annual Leadership Forum (North America)
 5 HR Awards at World HRD Congress
 5 Awards at annual PRCI Corporate Collateral Competition
 3 Awards from Public Relations Society of India
 Elixir – Best Imperative Content at ICE Awards
 AIF – Annual Spring Award to Dr. K. Anji Reddy, Chairman

Over the year, Dr. Reddy’s has been honored with awards for outstanding performance and
achievement, by various leading organisations. Following are the highlights of the year:

Award Conferred Category Organization / Body Year

Best Workplace in the Biotech/pharmaceutical The Economic Times 2009
biotech/pharmaceutica industry in India and the Great Place to
l industry in India Work Institute
Gold Shield for Manufacturing and Trading ICAI Awards for 2008
Excellence in Enterprises Excellence in Financial
Financial Reporting Reporting
Company with Best 9th International Conference The Asian Center for 2008
CSR & Sustainability on Corporate Governance & Corporate Governance
Practices 2008 Sustainability & Sustainability and the
Indian Merchants
Chamber
Product of the Year Dr. Reddy’s RedituxTM Indian biotechnology 2008
2008 magazine
‘BioSpectrum’
IT USER AWARD Dr. Reddy’s Pharmaceutical NASSCOM-CNBC IT 2008
2008 Vertical USER AWARDS 2008
Unichem Generics Dr. Reddy’s UK Industry’s largest 2008
Supplier for 2008 wholesaler / retailer in
the UK
BEST Copany under Dr. Reddy’s North America HDMA Annual 2009
$100 M USD in Class Generic Team Leadership Forum in
witmh sales Washington DC by its
customers
five coveted awards HR practices - Dr. Reddy’s World HRD Congress 2009
HR division
Five awards Communications Collaterals - Annual Public 2009
including Overall Dr. Reddy’s Corporate Relations Council of
Excellence Award for Communications - India (PRCI) Corporate
Communications Collateral competition
Collaterals

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3 Awards  for Best Communications Collaterals - Public Relations 2009
All India  House Dr. Reddy’s Corporate Society of India (PRSI)
Journal ; Communications -
Websites;                   
Photography
Best Imperative Elixir, Dr. Reddy’s house At the Inaugural edition 2009
Content magazine of In-house
Communications
Excellence (ICE)
Awards instituted by
the Shailaja Nair
Foundation
Prestigious AIF – visionary leadership in American India 2009
Annual Spring business and philanthropy Foundation (AIF)
award through Dr. Reddy’s
Foundation and Naandi
Foundation - Chairman, Dr. K.
Anji Reddy

Future growth and prospects :

Dr Reddy’s Laboratories (DRL) says it would keep focusing on emerging markets (which
includes Russia and the CIS countries) and India for business growth, organically and via
acquisitions.

The idea, it says, is to minimise dependence on any single region. Its growth was affected in
the aftermath of a warning letter in 2015 from the American sector regulator, the Food and
Drug Administration (FDA). At the time, US revenues were half its global sales of generic
medicines and largely drove Dr Reddy’s generics formulation business. Today, combined
revenue from emerging markets and India finely balance that of the North America, at 38 per
cent of the total. The US revenue contribution is 36 per cent. To a question in a recent analyst
call on possible acquisitions, Erez Israel, CEO, said: “We are always looking for
opportunities, and are very active on this front. The priority is on emerging markets and India
in particular because this is the area of focus.” However, the firm has also said growth would
primarily be via organic means.

Delivering double-digit growth for the past several quarters, emerging markets and India,
with respective contribution of 21 per cent and 17.4 per cent to revenues in the December

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2019 quarter, have emerged as alternate growth centres for the company. Dr Reddy’s wants
to further tap the potential of these markets.

It has also shed the earlier US strategy of pursuing only high value products. This created
trouble with the delays in new product approvals and fewer launches in the US market after
the warning letter. Its generic NuvaRing product met with huge price erosion after a delay in
launch due to regulatory reasons, forcing the firm to take an impairment of ~1,100 crore
during the December quarter.

“We will not be dependent on any single product to grow, including in the United States.
With the notion of the past, the company focused on a relatively small number of assets,
either complex generics or biologics or proprietary products for growth. This was indeed the
strategy until two years ago. Since then, we've announced a new strategy in which we have
multiple spaces which have synergy among them, much more opportunity and less risk. So,
we moved from high risk, high reward to low risk, very high reward. We are not dependent
on NuvaRing or Copaxone or any other big names to grow. In the US, we will grow because
we want to have 350 products," he told analysts.

US revenue growth for Dr Reddy's has been in single-digit over recent years. In contrast, the
turnaround in its India business in recent quarters has particularly attracted the attention of
analysts. Erez said on this: "We decided India is a priority for us, that we want to be in the
future top-five here, and we plan to achieve it."

chapter 3
What Is the McKinsey 7S Model?

The McKinsey 7S Model is a framework for organizational effectiveness that postulates that
there are seven internal factors of an organization that need to be aligned and reinforced in
order for it to be successful.

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When to Use the McKinsey 7-S Model

You can use the 7-S model in a wide variety of situations where it's useful to examine how
the various parts of your organization work together.

For example, it can help you to improve the performance of your organization, or to
determine the best way to implement a proposed strategy.

The framework can be used to examine the likely effects of future changes in the
organization, or to align departments and processes during a merger or acquisition. You can
also apply the McKinsey 7-S model to elements of a team or a project.

The Seven Elements of the McKinsey 7-S Framework

The model categorizes the seven elements as either "hard" or "soft":

Hard Elements
Soft Elements

Strategy Shared value

structure skills

Systems style

staff

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Implementation of &7s strategy
Organizational Structure at Dr. Reddy’s Laboratories
Organizational charts:
1. Formal reporting relationships - High
2. Levels in hierarchy - High
3. Span of control - High
4. Departmentalization- High
Functional Structure: Functional structure with horizontal linkage
Systems to facilitate:
a. Coordination
b. Communication
c. Integration

SYSTEMS
Dr. Reddy's has robust internal systems and processes in place for the smooth conduct of our
businesses. Our internal control systems are regularly checked by both external and internal
auditors, who have access to all records and information about our company. The Board and
the management review the findings and recommendations of the auditors and take corrective
actions wherever necessary.

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We have appointed S R Batliboi & Associates as independent auditors for financials under
Indian GAAP (Generally Accepted Accounting Principles) and the International Financial
Reporting Standards (IFRS). We also maintain a system of internal controls designed to
provide reasonable assurance regarding the effectiveness and efficiency of operations, the
adequacy of safeguards for assets, the reliability of financial and non-financial reporting, and
compliance with applicable laws and regulations.
Dr. Reddy’s is the first manufacturing company in India, and one of the first in Asia, to be
Sarbanes-Oxley certified on June 1 2006

Formal and informal procedures that support the strategy and structure (Systems are more
powerful than they are given credit).
Various elements of system are:
 Communications practice and system
 Management reporting system
 Approval process
 Planning/budgeting system
 Rewards system including appraisal
 “Rules”

STRUCTURE
For proper utilization of the Structure the following steps can be followed:
 Tasks define jobs
 Jobs define skills required
 Skills (and other considerations) define staff
-Over time skills change as staff gains knowledge and experience, and as technology
and corporate infrastructure mature
 Collection of jobs basis for structure

SKILLS
 Distinctive competencies – what the company does best, ways of developing or
shifting competencies
 In case of this company while Job Design it is to be considered whether the existing
employees have the necessary skills and knowledge to fulfill proposed / expanded job
requirements?
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STAFF
 Human Resource Development at HPL has been an integral part of the Company
since its inception. It has had a significant strategic role in the Company's growth
process and continues to do so. It is a function that has contributed to the bottom line
of the Company and has built the HPL family. HPL today boasts of a strong online
competency profiling system for its employees.
 It is to be kept in mind that the people of HPL are ways of shaping their basic
management values
 Proper HR management processes should be used to develop new managers who can
lead the organization.
Importance should be given to the ways of introducing new employees and managing
careers, socialization processes.

STYLE/CULTURE
The culture of the organization, consisting of
– Organizational culture: the dominant values, beliefs and norms which develop over
time and become relatively enduring features of organization life
– Management style: The precise way in which the control system influences the
behavior depends on the style of functioning of the manager (i.e where they spend
their time and attention, what they allow, what they reward, etc)
Dr. Reddy’s basically follows an External Control System where decision making authority
rests with the top management – Centralized in practical operations
Regarding organization culture, HPLfollows 3 following rules those are reflected from their
Vision statement.
1. Respect for Individual
2. Customer Satisfaction
3. Dedication to Excellence
The company can follow the following aspects for improving its culture:
 Customer Delight: A commitment to surpassing the customer expectations. (and not
only fulfilling)

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  Leadership by Example: A commitment to set standards in the business and
transactions and be an exemplar for the industry and their own teams.
 Integrity and Transparency: A commitment to be ethical, sincere and open in their
dealings.
 Fairness: A commitment to be objective and transaction-oriented, thereby earning
trust and respect.
 Pursuit of Excellence: A commitment to strive relentlessly, to constantly improve
themselves, their teams, their services and products so as to become the best.
 STRATEGY – MAXIMISING THE VALUE

1. Learning and Growth – Skilled employees

2. Internal business process – Quality
3. Satisfied customer
4. Increased revenues

Dr. Reddy's Laboratories Limited Porter Five Forces Analysis

In his revolutionary article - "Five Forces that Shape Strategy", Michael Porter observed five
forces that have significant impact on a firm's profitability in its industry. These five forces
analysis today in business world is also known as -Porter Five Forces Analysis. The Porter
Five (5) Forces are -

 Threat of New Entrants

 Bargaining Power of Suppliers
 Bargaining Power of Buyers
 Threat from Substitute Products
 Rivalry among the existing players.

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 1.Threats of New Entrants
New entrants in Drug Manufacturers - Other brings innovation, new ways of doing
things and put pressure on Dr. Reddy's Laboratories Limited through lower pricing
strategy, reducing  costs, and providing new value propositions to the customers. Dr.
Reddy's Laboratories Limited has to manage all these challenges and build effective
barriers to safeguard its competitive edge.

How Dr. Reddy's Laboratories Limited can tackle the Threats of New Entrants

 By innovating new products and services. New products not only brings new
customers to the fold but also give old customer a reason to buy Dr. Reddy's Laboratories
Limited ‘s products.
 By building economies of scale so that it can lower the fixed cost per unit. 
 Building capacities and spending money on research and development. New entrants
are less likely to enter a dynamic industry where the established players such as Dr. Reddy's
Laboratories Limited keep defining the standards regularly. It significantly reduces the
window of extraordinary profits for the new firms thus discourage new players in the
industry.

2.Bargaining Power of Suppliers

All most all the companies in the Drug Manufacturers - Other industry buy their raw material
from numerous suppliers. Suppliers in dominant position can decrease the margins Dr.
Reddy's Laboratories Limited can earn in the market. Powerful suppliers in Healthcare sector
use their negotiating power to extract higher prices from the firms in Drug Manufacturers -
Other field. The overall impact of higher supplier bargaining power is that it lowers the
overall profitability of Drug Manufacturers - Other.
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 How Dr. Reddy's Laboratories Limited can tackle Bargaining Power of the
Suppliers

 By building efficient supply chain with multiple suppliers.

 By experimenting with product designs using different materials so that if the prices
go up of one raw material then company can shift to another.
 Developing dedicated suppliers whose business depends upon the firm. One of the
lessons Dr. Reddy's Laboratories Limited can learn from Wal-Mart and Nike is how
these companies developed third party manufacturers whose business solely depends
on them thus creating a scenario where these third party manufacturers have
significantly less bargaining power compare to Wal-Mart and Nike.

3.Bargaining Power of Buyers

Buyers are often a demanding lot. They want to buy the best offerings available by paying the
minimum price as possible. This put pressure on Dr. Reddy's Laboratories Limited
profitability in the long run. The smaller and more powerful the customer base is of Dr.
Reddy's Laboratories Limited the higher the bargaining power of the customers and higher
their ability to seek increasing discounts and offers.

How Dr. Reddy's Laboratories Limited can tackle the Bargaining Power of
Buyers

 By building a large base of customers. This will be helpful in two ways. It will reduce
the bargaining power of the buyers plus it will provide an opportunity to the firm to
streamline its sales and production process.
 By rapidly innovating new products. Customers often seek discounts and offerings on
established products so if Dr. Reddy's Laboratories Limited keep on coming up with new
products then it can limit the bargaining power of buyers.
 New products will also reduce the defection of existing customers of Dr. Reddy's
Laboratories Limited to its competitors.

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 4.Threats of Substitute Products or Services
When a new product or service meets a similar customer needs in different ways,
industry profitability suffers. For example services like Dropbox and Google Drive are
substitute to storage hardware drives. The threat of a substitute product or service is
high if it offers a value proposition that is uniquely different from present offerings of
the industry.

How Dr. Reddy's Laboratories Limited can tackle the Treat of Substitute
Products / Services
 By being service oriented rather than just product oriented.
 By understanding the core need of the customer rather than what the customer is
buying.
 By increasing the switching cost for the customers.

5.Rivalry among the Existing Competitors

If the rivalry among the existing players in an industry is intense then it will
drive down prices and decrease the overall profitability of the industry. Dr.
Reddy's Laboratories Limited operates in a very competitive Drug
Manufacturers - Other industry. This competition does take toll on the overall
long term profitability of the organization.

How Dr. Reddy's Laboratories Limited can tackle Intense Rivalry among
the Existing Competitors in Drug Manufacturers - Other industry

 By building a sustainable differentiation

 By building scale so that it can compete better
 Collaborating with competitors to increase the market size rather than just competing
for small market.

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Implications of Porter Five Forces on Dr. Reddy's Laboratories Limited
By analyzing all the five competitive forces Dr. Reddy's Laboratories Limited strategists can
gain a complete picture of what impacts the profitability of the organization in Drug
Manufacturers - Other industry. They can identify game changing trends early on and can
swiftly respond to exploit the emerging opportunity. By understanding the Porter Five Forces
in great detail Dr. Reddy's Laboratories Limited 's managers can shape those forces in their
favor.

Chapter 4

SWOT ANALYSIS

STRENGTHS-

• Aggressive decision maker

• Cost leadership

• Tactful reengineering process

• Copy the manufacturing process of patented drugs

• Adapting quickly changed environment

• Quality of drugs

• Cross licenses , joint ventures & alliances

• Talented workforce

WEAKNESSES-

• Concentrate only process improvement

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 • Marketing arms are split

• Mainly focused on bulk drugs

• Focus on therapeutic segment

OPPURTUNITIES: -

• Develop new process

• Research driven company

• Sustain for growth & diversification

THREATS: -

• Fragment industries

• Diversification

• Patent product manufacturing MNCs

Chapter 5
Analysis of Financial statement :

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DR REDDYS LABORATORIES LTD. (DRREDDY) - BALANCE SHEET
FIGURES IN RS CRORE 2020 2019 2018

SOURCES OF FUNDS

SHARE CAPITAL 83.10 83.00 83.00

RESERVES 15108.80 12601.10 11724.80

TOTAL SHAREHOLDERS FUNDS 15191.90 12684.10 11807.80

SECURED LOANS 19.30 0.00 0.00

UNSECURED LOANS 1521.70 1147.80 2673.40

TOTAL DEBT 1541.00 1147.80 2673.40

TOTAL LIABILITIES 16732.90 13831.90 14481.20

APPLICATION OF FUNDS

GROSS BLOCK 10215.90 9774.10 9223.60

CAPITAL WORK IN PROGRESS 411.80 400.10 675.00

INVESTMENTS 5485.50 3933.50 3636.50

CURRENT ASSETS, LOANS & ADVANCES

INVENTORIES 2190.40 2015.60 1856.80

SUNDRY DEBTORS 4638.70 3717.70 4203.80

CASH AND BANK 39.20 113.20 120.70

LOANS AND ADVANCES 2530.70 1598.80 2143.60

TOTAL CURRENT ASSETS 9399.00 7445.30 8324.90

CURRENT LIABILITIES AND PROVISIONS

CURRENT LIABILITIES 2790.00 2445.00 2699.10

PROVISIONS 207.30 184.70 173.40

NET CURRENT ASSETS 6401.70 4815.60 5452.40

MISCELLANEOUS EXPENSES NOT WRITTEN OFF 0.00 0.00 0.00

DEFERRED TAX ASSETS N/A N/A N/A

DEFERRED TAX LIABILITY N/A N/A N/A

NET DEFERRED TAX N/A N/A N/A

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OTHER ASSETS 0.00 0.00 0.00

TOTAL ASSETS 16732.90 13831.90 14481.20

DR REDDYS LABORATORIES LTD. (DRREDDY) - PROFIT AND

LOSS
FIGURES IN RS CRORE 2020 2019 2018

INCOME

SALES TURNOVER 11850.40 10625.50 9359.30

EXCISE DUTY 0.00 0.00 0.00

NET SALES 11850.40 10625.50 9359.30

OTHER INCOME 743.20 238.40 204.00

STOCK ADJUSTMENTS 99.90 -66.00 51.60

TOTAL INCOME 12693.50 10797.90 9614.90

EXPENDITURE

RAW MATERIALS 3673.70 2971.80 2682.60

POWER & FUEL COST 290.50 295.80 297.30

EMPLOYEE COST 2030.20 1931.90 1843.00

OTHER MANUFACTURING EXPENSES 814.40 789.30 1056.60

SELLING AND ADMINISTRATION EXPENSES 2026.80 2001.20 1981.40

MISCELLANEOUS EXPENSES 245.10 269.80 220.10

LESS: PRE-OPERATIVE EXPENSES CAPITALISED 0.00 0.00 0.00

TOTAL EXPENDITURE 9080.70 8259.80 8081.00

OPERATING PROFIT 3612.80 2538.10 1533.90

INTEREST 47.80 56.80 62.80

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GROSS PROFIT 3565.00 2481.30 1471.10

DEPRECIATION 789.20 780.60 774.10

PROFIT BEFORE TAX 2775.80 1700.70 697.00

TAX -161.90 423.40 130.10

NET PROFIT 2937.70 1277.30 566.90

DR REDDYS LABORATORIES LTD. (DRREDDY) - FINANCIAL

OVERVIEW

PARTICULARS (  CR) 2020 2019 2018

NET SALES 11850.40 10625.50 9359.30

OPERATING PROFIT 3612.80 2538.10 1533.90

OTHER INCOME 743.20 238.40 204.00

INTEREST 47.80 56.80 62.80

DEPRECIATION 789.20 780.60 774.10

PROFIT BEFORE TAX 2775.80 1700.70 697.00

TAX -161.90 423.40 130.10

PROFIT AFTER TAX 2937.70 1277.30 566.90

SHARE CAPITAL 83.10 83.00 83.00

RESERVES 15108.80 12601.10 11724.80

NET WORTH 15191.90 12684.10 11807.80

LOANS 1541.00 1147.80 2673.40

GROSS BLOCK 10215.90 9774.10 9223.60

INVESTMENTS 5485.50 3933.50 3636.50

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CASH 39.20 113.20 120.70

DEBTORS 4638.70 3717.70 4203.80

NET WORKING CAPITAL 6401.70 4815.60 5452.40

OPERATING PROFIT MARGIN (%) 30.49 23.89 16.39

NET PROFIT MARGIN (%) 24.79 12.02 6.06

EARNING PER SHARE (RS) 176.76 76.95 34.15

DIVIDEND (%) 500.00 400.00 400.00

DIVIDEND PAYOUT 391.40 400.20 399.20

CONCLUSION

Without any hesitation we can say that the unit is doing tremendously well and the sales are
increasing. Launching of drugs like Gem One, Doxobid & Asteroid works like a panacea for
increasing the sales of the company, but today looking at the competition of the market there
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is an immense scope of improvement.

If we have to compete with our rivals then we have to make concrete marketing strategy and
follow it strictly. We also have to keep a keen watch on our rival’s strategy and take steps
according to them.

We should create new drugs, and new process for manufacturing drugs with low cost,
effectiveness that can add to our sales. Besides we also have to work on other possible areas
of marketing like maintain good relation with doctors & chemists that can strengthen our
sales.

BIBLIOGRAPHY

 BOOKS

1 OF MARKETING
By Philip Kotler

2. MARKETING RESEARCH
By N.K Malhotra. PRINCIPLES

WEBSITES

1. www.drreddy.com.in
2. www.wikipedia.org
3. www.google.com

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